Transcript The Social Media Piece of the Social Marketing Pie

The Social Media Piece of
the Social Marketing Pie
2016 Office of Special Education Programs
Project Directors’ Conference
August 2016
Alicia Eberl-Lefko, M.H.S., CHES
Principal Communications Specialist
Practice Area Director for Public Health
Defining Social Marketing Versus Integrated
Marketing Versus Social Media
Social Marketing
• Using commercial marketing techniques for behavior and/or social change
(e.g., a stop smoking campaign).
Integrated Marketing
•
Employing a variety of coordinated marketing strategies in concert with each
other (e.g., paid advertising, earned media, promotional materials, social
media).
Social Media
• Promoting online social interactions using tools such as Facebook, Twitter,
Instagram, Pinterest, Snapchat, and other platforms.
• Usually an element of a broader social marketing and/or integrated marketing
strategy—a “piece of the pie.”
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Why Does the Terminology Matter?
• Your broader social marketing strategy is everything.
– What is the larger goal or behavior change you are trying to achieve?
– Who are your audiences? Where do they live, work, and play?
– What are all the marketing and outreach strategies you are planning on
using?
• Now, how does social media fit?
– How does social media relate to the other strategies? What does social
media get you that is different or complementary?
– Who are you trying to reach? What platforms are they on? How do they use
social media?
– How does social media enhance or tie into other marketing strategies?
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Start With the Goals
• What is the goal of your social media effort?
– Grow your following and awareness (e.g., increase the number of people
“liking” your Facebook page or following you on Twitter).
– Increase engagement with your audience (e.g., replies to posts, reposts, or
Tweets).
– Get people to take an action (e.g., get an HIV test).
– Drive people to other resources (e.g., webpages).
• Analytics measure your progress toward goals and help
refine your tactics for maximum impact.
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Act Against AIDS: A Case Study
• Lead federal HIV social marketing initiative
– Launched by Centers for Disease
Control and Prevention and the
White House in 2009
– Objectives include increasing
awareness of all Americans about
HIV prevention, encouraging
HIV testing and treatment, and decreasing stigma.
– Audience-specific campaigns (e.g., general public, Hispanics/Latinos, gay
and bisexual men)
• Full-spectrum, research-based intervention
– Integrated marketing (e.g., website, ads, public service announcements,
earned media, social media)
– Partnership development
– Community outreach and events
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Act Against AIDS Social Media: The Facts
• Facebook—159,000+ followers
• Twitter—27,000+ followers
• Instagram—2,000+ followers
Other Social Media Efforts
– Pinterest
– Blogger Outreach
– Mobile Units
– Make Your Own App
– Thunderclap
– E-Newsletter
– YouTube
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Act Against AIDS: Using Metrics to Refine
Your Tactics
• Goal: Raise HIV awareness and knowledge by increasing
audience engagement.
• Tactic: Use quizzes to engage audiences in content.
• Challenge: Open-ended Facebook quizzes received few
(if any) comments.
• Solution: Test posting quizzes using a multiple-choice
format and platform polling features.
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Act Against AIDS: Using Metrics to Refine
Your Tactics (cont.)
• Month 1 Result: Posting a quiz on Twitter using its
multiple-choice polling feature = 27 responses.
• Month 2 Results:
– Two Facebook polls in
multiple-choice format =
30 responses
– Those posts received the secondand third-most comments of all
posts that month.
– The page earned 30% more comments that month than average.
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Act Against AIDS: Trends in Metrics Matter
• Analytics tools offer real-time feedback on how your
content is performing with your audience.
• Dashboards help visualize how your content is performing.
• Looking at the “big picture” can help you understand the
highs and lows in your content performance.
• Social media metrics can provide clues to the performance
of other marketing channels and even behavior change.
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Act Against AIDS: Sample Analytics Report
Key Findings: Twitter
Total tweet engagements increased for @talkHIV, driven by a
102% increase in total likes, a 65% increase in total retweets,
and a 9% increase in total replies, compared with the
historical averages. The tweets that received the most likes
and retweets focused on HIV Vaccine Awareness Day (May
18), testing for individuals aged 13 to 64, and Harvey Milk Day
(May 22).
May 2016 Social Media Report | Act Against AIDS
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Alicia Eberl-Lefko, M.H.S., CHES
301-592-2175
[email protected]
6003 Executive Blvd., Suite 3000
Rockville, MD 20852-3880
General Information: 301-592-8600
www.air.org
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